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LONDON (AP) — Comcast has emerged as the top bidder for European broadcaster Sky after a rare auction held by British regulators.

After three rounds of secret bidding on Friday and Saturday, Comcast offered the higher price of 17.28 pounds ($22.58) per share for Sky, the equivalent of nearly 30 billion pounds ($39 billion). Rival 21st Century Fox offered 15.67 ($20.47) per share.

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In a statement, Sky recommended that shareholders accept Comcast’s offer and sell their shares immediately. Comcast said it hoped to complete the takeover by the end of October.

“Sky is a wonderful company with a great platform, tremendous brand and accomplished management team,” Comcast Chairman and CEO Brian Roberts said in a statement. “This acquisition will allow us to quickly, efficiently and meaningfully increase our customer base and expand internationally.”

Philadelphia-based Comcast is one of the largest cable television providers in the U.S. Around 29 million customers get cable television, internet access and other services from Comcast.

Britain’s regulator, the Takeover Panel, set up the auction to reduce uncertainty for Sky after months of offers and counteroffers from the American media giants. Sky is Europe’s largest pay-television operator, with 22.5 million customers in seven countries and popular programming including English Premier League soccer and “Game of Thrones.”

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Fox owns 39 percent of Sky. It now must decide whether to sell its stake or remain a minority shareholder.

Fox had long been trying to acquire the 61 percent of Sky it doesn’t already own. Fox founder Rupert Murdoch’s last bid sank amid a 2011 phone-hacking scandal, in which journalists working for Murdoch newspapers were accused of gaining illegal access to the voicemail messages of crime victims, celebrities and members of the royal family.

A bidding war emerged last December, when Comcast made an offer for Fox’s entertainment assets, which Walt Disney Co. is in the process of buying for about $71 billion (54 billion pounds). Comcast eventually dropped out of that contest to focus on its acquisition of Sky.

Here is an Update on the Disney/FOx Talks and it involves Disney negotiating with the EU to meet regulations

BRUSSELS (Reuters) - Walt Disney (DIS.N) has offered concessions in an attempt to allay EU antitrust concerns over its $71.3 billion bid for Twenty-First Century Fox Inc’s (FOXA.O) entertainment assets, the European Commission said on Monday

Disney submitted its proposal on Friday, according to a filing on the EU competition enforcer’s website which however did not provide details.

The Commission extended its deadline for reviewing the deal to Nov. 6 from Oct. 19. It is now expected to seek feedback from customers and rivals before deciding whether to accept the concessions or demand more.

Disney secured approval from the U.S. Justice Department for the deal in June on condition after agreeing to sell Fox’s 22 regional sports networks.